McCann San Jose created their new work for Gollo, the largest retailer of Costa Rica. This work materializes and proposes a solution to a big problem in the country: homelessness. While most people purchase appliances for their home, thousands of people can't, because they have no home to put them in. Through its Corporate Social Responsibility platform Good Neighbor, Gollo decided to help the homeless and therefore the environment. Gollo encouraged its customers to return cardboard boxes of refrigerators, washing machines and television sets, just after the delivery of those products to their homes, instead of throwing them away. These boxes were then transformed into a shelter in downtown San Jose, with beds, nightstands, lamps and trash cans, made ââentirely of cardboard, where dozens of homeless people could sleep, eat and be taken care of, just like at home. In addition, Gollo invited members of the Light and Love Foundation, which also fights this problem, to motivate and convince dozens of homeless people to get rehab. This activation was filmed and shared through social networks, redirecting to www.hogarparagentesinhogar.org where people can make donations and learn all about the activation and everyone involved in it. Today, all this cardboard furniture has been donated to the Light and Love Foundation and thanks to the joint effort, and the physical, psychological and spiritual rehab, the foundation and Gollo have been able to rescue more than 50 homeless people from the street; 10 of them already reinstated into society.
Brand: Gollo
Media: Online
Category: Retail services
Agency: McCann
Geo: Costa Rica
Gollo: Home for the homeless
Advertising Agency: McCann, San José, Costa Rica
CEO: Guatavo Vallespí
General creative directors: Brian Maynard, Juan José Ulate
Copywriter: Brian Maynard
Art Director: María Fernanda Chavarría
In-house chief producer: Lucía Salas
Account Director: Karla de la Garza
House production: Luz Marina
Executive producer / Producer: José Bolaños
Director / Photographer / Art Director: Marlon Villar
Post production coordinator: Lucía Salas
Edit / Post production: Omar Moreno
Music: Passiflora